Helzberg Diamonds has found a clever way to tie-in to the excitement around the 138th Run for the Roses. The Kansas City-based company has developed a partnership with jockey, Javier Castellano, who will rode Derby contender, Gemologist, in the 2012 Kentucky Derby on May 5th, 2012

Most of the activation will be centered on the run-up to this weekend's race. Castellano talked about his derby experience and the sponsorship deal yesterday:

"Our customers consider us their gemologist, so it was a natural fit since Javier is riding Gemologist in the 2012 Kentucky Derby," said Beryl Raff, chairman and CEO of Helzberg Diamonds. "We are thrilled to partner with Javier, who is an incredible athlete and a true success story. He has worked his way to the pinnacle of racing success after years of dedication and hard work."

Castellano recently visited Helzberg retail locations to promote the partnership and fans are invited to view Helzberg's "Derby Things We Love" Pinterest board featuring the jewelry that Javier's wife will be wearing at Churchill Downs.